Evolving Consumption
Asynchronous Session
Slow Responsible Fashion: Post-COVID Affect on Consumerism View Digital Media
Paper Presentation in a Themed Session Vishaka Agarwal
In the post-COVID scenario, we are made to rethink fast fashion. The question arises: should we undergo such short- term fashion changes and cycles? The fashion industry has to look at fast fashion with a fresh outlook. The blocks of fashion production and sourcing need to be introduced through disruptive ideas. Fashion should not be made so readily available to consumers at such a fast pace for a responsible, sustainable future. The circular economy could be viewed with the fashion cycle balancing the economic and environmental systems. This research paper looks at options to reduce fashion consumption at such a fast pace to reduce waste. Interviews are undertaken with designers, fashion movers, and economic think tanks to understand how this can be controlled to attain responsible fashion in a balanced way. Also, consumer interviews add to understanding their perspectives on slow fashion.
A Multiple Indicators Multiple Causes Model of the Determinants of Green Food Purchase Habits: Estimation of Green Food Purchase Habits Using Buyers and Products Characteristics View Digital Media
Paper Presentation in a Themed Session Sara de Sio
Although consumers around the world are increasingly embracing green consumption habits, a significant portion of individuals still struggle to translate their green purchase intention into actual behaviors. This phenomenon is commonly referred to as the “green attitude-behavior gap”, which has garnered attention from the scientific community. Habits, which are behaviors that are repeated regularly and tend to occur subconsciously, have been found to play a critical mediation role in the intention–behavior gap. This study examines the effects of a set of variables, including buyers’ predispositions and product characteristics, on green purchase habits. To investigate this relationship, the study estimated a multiple-indicators, multiple-causes model (MIMIC) while controlling for measurement errors in a sample of Italian adult consumers (n = 1101, 65% female, aged 18-86 years old). The results show that price consciousness, perceived consumer effectiveness, green self-efficacy, green product availability, as well as favorable taste and lower price for green products compared to traditional options, in addition to working on eco-sustainability topics and frequent personal food purchases, predicted green food purchase habits (χ2/df = 30.930; RMSEA = 0.029; SRMR = 0.010; and CFI = 0.994). By identifying the factors that may influence green food purchase habits, businesses and policymakers can develop targeted interventions and messages to promote environmentally conscious behaviors and mitigate the intention-behavior gap that currently exists.
Sustainability and Deception: Bridging Legal and Marketing Perspectives on Greenwashing Strategies in the Fashion Industry's Instagram Narratives View Digital Media
Paper Presentation in a Themed Session Caroline Glowka, Alessia Vacca
Greenwashing, a pervasive issue in the fashion industry, entails fashion brands making deceptive claims about sustainability with the aim of achieving financial gains while simultaneously upholding an environmentally responsible image. These greenwashing tactics are intricately integrated into the social media communication of fashion brands, and Instagram has prominently emerged as a platform of choice for showcasing their sustainability initiatives. To address the pressing issue of the deceptive marketing practice of greenwashing, both the UK and EU work toward initiatives aimed at tackling greenwashing claims and promoting responsible corporate behaviour. The primary objective of this research is to examine the legislation efforts that EU and UK are recently adopting to enhance consumer protection, and next to analyse the greenwashing strategies implemented by fashion brands. For this purpose, a content analysis of Instagram posts is employed to investigate the communication practices and greenwashing strategies used by fashion brands on the platform. The results shed light on an escalating trend of fashion brands resorting to greenwashing strategies. Despite legislative efforts, challenges persist in companies that claim to follow responsible business practices which translates into communication practices on Instagram. Furthermore, the adoption of emotionally resonant positioning strategies that capitalize on the satisfaction elicited by altruistic behaviour is found to be common approach among fashion brands. It seems that the emotionally positioning strategy is being utilized by fashion brands to effectively communicate their commitment to sustainable values and establish a meaningful, positive and lasting connection with their audience.
Navigating Cultural Contexts for Effective Sustainability Communication View Digital Media
Paper Presentation in a Themed Session Nancy Ladeinde
As sustainability becomes an urgent global priority, effective communication is key to motivating the public engagement required for real change. However, sustainability messaging cannot take a one-size-fits-all approach and expect to resonate across diverse cultural contexts. This paper reviews past literature on the complex interplay between culture and sustainability perspectives and communication norms. Key findings show how fundamental cultural values shape attitudes and behavioral patterns relevant to environmental awareness and action. Furthermore, communication styles and norms around directness, reasoning, and nonverbals vary interculturally, impacting how messages are constructed and received. To apply this, the paper suggests actionable strategies for communicators and institutions driving sustainability agendas to collaborate with cultural organizations and leaders. This helps tailor resonant messaging and vet concepts with subgroups early on. Additional recommendations include utilizing focus groups and surveys to test messages, images, channels and frameworks that feel authentic to the local culture. Understanding and bridging cultural differences is imperative for sustainability communication to motivate collective action through powerful, targeted messaging that aligns with the values and norms of diverse communities. More research into intercultural dimensions of sustainability is warranted.
